Building a Multi-Platform Product Quickly at The Wall Street Journal
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Case study about The Wall Street Journal’s recently released SmartMoney Retirement Planner application built for 3 devices.
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Building a Multi-Platform Product Quickly at The Wall Street Journal
- 1. BUILDING A PRODUCT ON MULTIPLE PLATFORMS Joe Pfeiffer Sr. Product Manager @jpfeiffer
- 2. Agenda • Audience & Brand • Goals • Constraints • Requirements • Platforms • Tablet Specific Requirements • The App • Marketing • Schedule • Metrics 2
- 3. Audience & Brand • SmartMoney is the personal finance magazine of The Wall Street Journal • Average Reader • Male • High Income ($150,000 +) • 56 Yrs Old • Within 10 Yrs of retirement • Large editorial focus on Retirement, Top 10 Things, Consumer Spending 3
- 4. Strategy • Why Multiple Platforms • Website redesign after acquiring full stake in SmartMoney • Tap in to younger audience • Wanted to try HTML5 as a way to get across multiple platforms • Reader survey showed interest in tablet and mobile devices • Able to influence financial advisers and other taste makers • Retirement is a fast growing area • Advertiser interest 4
- 5. Goals • Help visualize how working, saving and spending decisions can help you afford the retirement you want • Start with your age and income to get a broad overview • add more detail to get more specific • Available anywhere you would normally work on planning your personal finances • Not on mobile • Tablet is a must • Web site is a must 5
- 6. Constraints • Time: Wanted to build the app and have it available to launch with a website redesign in June 2011 • Web site development team is already well versed in HTML/CSS, mobile development team had more limited bandwidth • Take advantage of new design work for the website being used for the app • Naming / branding 6
- 7. Requirements • An immediate yes/no answer on if you can retire after entering 4 basic things • your age • salary • retirement age • How much you save • Graphical representation that shows how much you are saving leading up to retirement as well as how you can spend after you retire • Advanced capability to fill in all your assets, calculate spending scenarios, and adjust default settings such as tax rates, inflation and growth/return rates 7
- 8. Tablet Specific Requirements iPad Specific Android Specific • Touch optimization • Various screen sizes • Commerce Rules • Development Time • Submission Process • Input Boxes • Input Boxes 8
- 9. The Team • 2 Product Managers (Web + Mobile) • 1 Editorial Lead (Architect) • 3 Designers • 2 Information Architects • 1 Development Director • 2 Developers (1 front end / 1 backend) 9
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- 14. Marketing • Launched June 17th, 2011 • Apple iTunes App Store • 4 stars • 91 reviews • Android Market • 2 stars • 1 review • Not on Amazon Market • Promoted in House Ads on the Website • Full page print ad in SmartMoney magazine • Smaller print ad in The Wall Street Journal 14
- 15. Schedule February 21st : Began brainstorming and requirements gathering March 10th : Initial designs March 24th : Working prototype April 1st : Name legally approved April 13th : SEO Review April 14th : PR Briefing April 24th : Analytics Implemented April / May : QA Testing Rest of May : Improved usability and performance June 17th : Actual Launch Sept 6th : 1.0.1 Update 15
- 16. Localytics 16
- 17. Joe Pfeiffer - @jpfeiffer THANK YOU 17